2007 Everett M. Rogers Colloquium A Presentation by the Winner of the 2007 Everett M. Rogers Award for Achievement in Entertainment-Education Annenberg School for Communication Norman Lear Center September 19, 2007 1 The Norman Lear Center 2007 Everett M. Rogers Colloquium The Norman Lear Center Winner of Award The Norman Lear Center is a multidisciplinary Dr. Albert Bandura research and public policy center exploring Professor of Social Science in Psychology, Stanford University implications of the convergence of entertain- ment, commerce, and society. From its base in the USC Annenberg School for Communica- tion, the Lear Center builds bridges between Participants eleven schools whose faculty study aspects of entertainment, media, and culture. Beyond Marty Kaplan campus, it bridges the gap between the Director, Norman Lear Center entertainment industry and academia, and between them and the public. For more Peter Clarke information, please visit www.learcenter.org. Professor, USC Annenberg School for Communication Albert Bandura Professor of Social Science in Psychology, Stanford University Participant Bios Martin Kaplan Martin Kaplan, director of the Norman Lear Center, also holds the Norman Lear Chair in Entertainment, Media, and Society at the USC Annenberg School for Communication. He graduated from Harvard College, received a First in English from Cambridge University in England, and received a Ph.D. in modern thought and literature from Stanford University. He was chief speechwriter to Vice President Walter F. Mondale and is a regular commentator on NPR’s All Things Considered and on CBS Morning News. He was recruited by Jeffrey Katzenberg and Michael Eisner, and worked for them at Disney for 12 years. Kaplan wrote and executive produced The Distinguished Gentleman and adapted Noises Off for the screen. His articles have appeared in publications including The New York Times, The Washington Post, The Los Angeles Times, Time, U.S. News & World Report, The American Scholar, The Woodrow Wilson Quarterly and The New Republic. At USC he has taught graduate and undergraduate courses. Peter Clarke Peter Clarke, Ph.D. (University of Minnesota), holds two appointments at the University of Southern California: Professor of Preventive Medicine and of Communication. His most recent book (with Susan H. Evans) is Surviving Modern Medicine (Rutgers University Press, 1998). In addition to his research and work in social action, Clarke has chaired or served as dean of four academic programs in communication at three universities including the Annenberg School for Communication (University of Southern California). He currently chairs USC’s Committee on Appointments, Promotions, and Tenure. Albert Bandura Albert Bandura, PhD is the David Starr Jordan Professor of Social Sciences in Psychology at Stanford University. He served as chairman of the Department of Psychology and was honored by Stanford by being awarded an endowed chair. Bandura has authored countless articles and nine books on a wide range of issues in psychology. His most recent book, Self-Efficacy: The Exercise of Control, presents efficacy belief as the foundation of human motivation, performance attainments, and emotional well-being. He has been elected to the American Academy of Arts and Sciences, and to the Institute of Medicine of the National Academy of Sciences. He is the recipient of seventeen honorary degrees. 2 The Norman Lear Center 2007 Everett M. Rogers Colloquium 2007 Everett Rogers Colloquium Marty Kaplan: Well, welcome, everybody. I’m Marty Kaplan. I’m the director of the Norman Lear Center, and we have the great privilege at the Lear Center of being the administrator of the annual award that honors a former associate dean of the USC Annenberg School, Ev Rogers, and you’ll hear a bit and more than a bit about him as this event goes along. I’m not going to introduce our guest today, but I am going to introduce the gentleman who is. But before I do, I would love to recognize all the amazing talent in this room, so all I can say instead of doing that is, you know who you are. But I will, just as a privilege, introduce one person who was here a year ago because he was the previous winner of the Ev Rogers Award. I’m not going to ask you to speak but I would ask you to raise your hand and be recognized. Please welcome Miguel Sabido. [Applause.] And because I see a face who has emerged in the back – yes, you – I will PETER CLARKE AND MartY KAPLAN introduce to those of you who have not yet met him, the new – but I’m sure he doesn’t feel new much anymore – Dean of the Annenberg School for Communication, Ernie Wilson. [Applause.] Peter Clarke: Ernie, you can have my seat, I’ve got the podium. Marty Kaplan: But then you won’t be able to see. So, as I’ve mentioned, the Rogers Award is given annually by a jury and the chair of the Rogers’ jury is a former dean of the Annenberg School, and a distinguished researcher in the field of health communication. Please join me in welcoming, to introduce our guest of honor today, Peter Clarke. [Applause.] Peter Clarke: Thank you for all coming. Thank you, Marty. We’re at a serious risk of violating the fire regulations, but rather that than the opposite. And I know what has brought you out, so I’m not going to fill an awful lot of time to dilute what you really came here for. 3 The Norman Lear Center 2007 Everett M. Rogers Colloquium But I just want to say a word or two about our distinguished guest today and, also, the namesake of the Award that we are conferring on him this year, Everett Rogers. And I think for both of them, it’s very fitting, actually, the conjunction of these two people because they share a lot in common, it’s fitting for other reasons, as well, but both of them really have pursued scholarly careers that I think are magnificent demonstrations of the good that immigration has done for North America. If you Google his Our guest was born in Alberta in 1925. I feel it’s fair to say that, because on his name and social website – cognitive theory, you’ll get almost Albert Bandura: That’s where all the cold fronts originate! 200,000 hits. This is Peter Clarke: – and in a little town east of Edmonton, and I suppose maybe 300, the father of a lot of 350 miles north of the border, in a farming family of, I think, Polish and Ukrainian our thought that has background. Ev Rogers was born a few years later than that, in Carroll County, Iowa, again, of a farm family. And in his case I think of Cornish and Alsatian back- made education ground. Both of them grew up in farming communities in the early part of the last entertainment century when that could be a hard scrabble life. possible and its accomplishments They both had circumstances and families that valued education. Our guest went on to the University of Iowa to get his Ph.D. Ev went to Iowa State, however. So there’s realizable. another place where their ships might have crossed, but a few miles down the road, CLARKE I appreciate. And they both went on to win many honorary degrees and presiden- cies of honor societies, of scholarships, to edit journals and to publish widely. They share a lot in terms of sort of sociological context for their early lives. Al is not only the person whose work forms the foundation, the intellectual archi- tecture – scaffolding, if you will – underneath entertainment education’s approaches to media use. As a matter of fact, if you Google his name and social cognitive theory, you’ll get almost 200,000 hits. This is the father of a lot of our thought that has made education entertainment possible and its accomplishments realizable. But he’s even more renowned than that. A few years ago, some psychologists stud- ied eminence in the discipline of psychology, and sought to identify the 100 most eminent psychologists of the 20th century. Now, that’s a daunting task, particularly since psychology has gone through some enormous changes in intellectual tempera- ment, if you will. It lost its European, philosophical predilections, and switched into empiricism and the sort of American model. 4 The Norman Lear Center 2007 Everett M. Rogers Colloquium And so identifying who are the eminent psychologists of the last century is no small feat. And they did this by looking at how many citations does a psychologist’s work get from other people. They did it by looking at intro- ductory textbooks in psychology. Who is mentioned in university textbooks, introductory textbooks? They surveyed eminent people in the field. And here’s the top four: Sigmund Freud, John Piaget, B.F. Skinner, Al Ban- dura. I’ll take those numbers! [Applause.] Albert Bandura: Peter, those guys haven’t been publishing much lately! But they’ve been around longer. How many Peter Clarke: He is as self-effacing as he is accomplished. That’s all I can say. citations does a psy- So if any of you are under the misapprehension that entertainment educa- chologist’s work get tion is a narrow area in which to demonstrate the quality of mind – and it is not a narrow area – be assured that our guest today has demonstrated qual- from other people... ity of mind in a precinct much larger than that. It gives me great pleasure to Who is mentioned introduce Al Bandura. in university textbooks, intro- [Applause.] ductory textbooks? Albert Bandura: Thank you, Peter. There’s another commonality between And here’s the top Ev and I: We both were the only two farmers on the Stanford Campus.